The History and Evolution of the H&M Logo

H&M, short for Hennes & Mauritz, is a Swedish multinational clothing company known for its trendy and affordable fashion. It started off as “Hennes,” which means “Her” in Swedish, and became “Hennes & Mauritz” after merging with a men’s clothing brand. It became H&M in 1968 after it was listed at the Stockholm Stock Exchange. The brand’s iconic logo has undergone a few changes since its inception in 1947. Each logo iteration reflects the growth and evolution of the company over the years. This article takes a closer look at the history and evolution of the H&M logo.

The Genesis of the H&M Logo (1947–1968)

When Erling Persson founded the company in 1947, he named it “Hennes,” which means “hers” in Swedish. The first H&M logo featured a handwritten, slightly slanted script font stretched upwards with the word “Hennes” written in white and set against a black background. In the logo, the letters “H” and “S” were written in uppercase, while the rest were written in lowercase. Also, the word “Hennes” seems to have been placed or nailed on two lines, and the uneven darkening of the colour white in the letters gave the logo a 3D effect. This simple yet elegant logo represented the initial focus of the brand on women’s fashion.

(1968)

After the merger of Hennes with Mauritz Widforss in 1968, the logo was changed to include the names of both entities. At the centre of the names “Hennes” and “Mauritz” appeared a monogram featuring “H&M” within a thin, uneven circle in black. The letters of the logo had the same style as the “Hennes” written in the original logo. However, their contours were made thin and modified. This particular logo stayed with the company for a few months before the brand name became just “H&M.”

(1968–1999)

When the name of the company was changed to just “H&M,” the logo appeared in a vibrant red monogram. It had the same handwritten and slanted typeface as that of the previous version, but without any framing. Both “H” and “M” were executed in capital letters with a small ampersand sign in the same shade of red placed between them. If the smooth lines of the letters gave an impression of the brand being friendly, the vibrant red colour reflected the style, passion, and power of the brand.

(1999–Present)

In 1999, H&M introduced a simplified and more modern version of its logo, which has remained largely unchanged since then. The new logo featured only the “H&M” monogram in a bright red, italicised, and handwritten-style font. The letters were slightly elongated, and the ampersand was emphasised to create a more balanced and visually appealing design. This logo effectively communicated the identity of the brand as youthful, dynamic, and trendy.

The Elements of the H&M Logo

Font

The H&M logo has consistently used a handwritten-style font, which gives it a friendly and approachable appearance. The font has evolved over the years and has become more refined and legible. The ampersand symbol has also been emphasised to create a more balanced and visually appealing design.

Colour

Red has been the primary colour used in the H&M logo since the second redesign in 1968. This vibrant colour is associated with passion, excitement, dynamism, and youth – qualities that align with the target audience and fashion philosophy of the brand. The red colour also helps the logo stand out and grab attention, thereby making it easily recognisable.

The History of H&M

H&M was founded in 1947 by Erling Persson in Västerås, Sweden. It was originally named “Hennes,” which means “hers” in Swedish. In other words, the store initially specialised in women’s clothing. However, Persson, who was inspired by American retail practices during a trip to the United States, wanted to offer fashionable apparel at affordable prices.

In 1968, Hennes expanded by acquiring Mauritz Widforss, a retailer that specialised in hunting and fishing apparel. This acquisition marked a turning point for the brand, as H&M introduced men’s clothing into its collection. Thereafter, the company was rebranded as “Hennes & Mauritz” and adopted the abbreviation “H&M.” It also updated its logo to reflect the new identity.

In the 1970s, H&M ventured into international markets by opening its first store outside Scandinavia in London in 1976. This marked the beginning of its European expansion. Thereafter, its affordable clothing quickly gained popularity and led to a rapid increase in store openings.

H&M entered the digital space by launching its online store in 1998. This enabled the brand to reach a broader audience and cater to changing shopping preferences. The online platform offered customers the convenience of shopping from home, thereby boosting the market presence of H&M.

H&M made its US debut in 2000 by opening a flagship store on Fifth Avenue in New York City. This milestone marked the commitment of the brand to expand beyond Europe and introduce H&M to a new and diverse customer base. In 2008, H&M expanded its product range with the launch of H&M Home, a line of home furnishings and decor. This move allowed the company to tap into the growing home goods market while continuing to focus on fashion.

Throughout the 2010s, H&M became known for its high-profile collaborations with designers and celebrities to help boost its brand appeal. The company also began prioritising sustainability by incorporating organic cotton and recycled materials and committing to reducing its carbon footprint.

In 2022, H&M faced challenges such as the effects of the COVID-19 pandemic and the decision to withdraw from the Russian market due to geopolitical issues. Despite these hurdles, the brand continued to adapt by focusing on e-commerce and sustainability to meet the evolving consumer demands.

Interesting Facts About H&M

H&M came into existence through the efforts of Erling Persson in 1947. The original name was “Hennes” or “Hers” in Swedish. The store used to sell women’s clothes in the beginning in Vasteras, Sweden.
The international expansion of H&M took place in 1964 with the opening of a store in Norway.
In 1968, the founder entered into another venture by buying an apparel store for hunting and fishing called Mauritz Widforss. Thereafter, he merged the two entities to form “Hennes & Mauritz” or “H&M.”
The name H&M was incorporated in 1974 after the company was listed on the Stockholm Stock Exchange.
The first lead singer signed for the brand in 1973 was Ani-Frid Lyngstad.
In the 1990s, H&M signed the Big Six supermodels of the decade.
In 2012, H&M did the marketing for David Beckham’s underwear collection. In doing so, it placed big shopping bags at various places across London, such as Covent Garden, Victoria Station, and Tower Bridge.
During the Met Gala of 2022, Laura Harrier of Spiderman: Homecoming appeared in a custom dress made by H&M.
The flagship store of H&M is the largest H&M store in the world, with an area spanning 63, 000 square feet.
H&M had around 4,465 stores across the world in 2022. In fact, the US alone had 520 such stores.
H&M is ranked second largest clothing retailer after Zara.
H&M owns other brands, such as Arket, COS, Monki, Weekday, Other Stories, and Afound.
Besides apparel, H&M entered the furniture segment by establishing H&M Home.
In 1980, H&M partnered with Rowells, the Swedish mailing company, to deliver products directly to the customers. This was an early form of eCommerce, that is, teleshopping.
In 2011, H&M collaborated with Versace to sell a velvet bomber jacket for $129. The collection was sold out in 30 minutes and was marketed by Kayne West.
The most expensive dress sold by H&M was for $649. It was a multi-coloured hand-sewn beaded dress created due to a collaboration between H&M and Balmain.
H&M has a garment collection offer wherein customers can get a discount for their old clothes when brought to H&M from any brand.
H&M began the Conscious Collection in 2010 by introducing clothes made of recycled polyester and organic cotton.
The Global Change Award of H&M was Jalila Essaidi, who made a fabric called Mestic from cow dung.
In 2017, a power plant in Sweden burnt 15.2 tonnes of unwanted H&M clothes as an alternative to coal.
For every opening of a new H&M store, the employees do a choreographed dance in front of the press.
Among the Board of Directors at H&M, the majority are women.

Finally

The H&M logo has come a long way since its inception in 1947. From a simple script font to a bold and modern monogram, the logo has evolved to reflect the growth of the brand and the changing fashion trends. The use of a handwritten-style font and the consistent use of red have helped create a strong and memorable brand identity that is recognised worldwide. The H&M logo is a testament to the power of a well-designed and adaptable logo in the ever-changing world of fashion.